1. The Challenge
Finding the Right Balance Between Tradition and Modernity
Cocoa La Universal has been an emblematic brand of Ecuador for more than 50 years. It belongs to La Universal, a company with more than 130 years of history. The trajectory of Cocoa La Universal makes it an icon for Ecuadorians, to the point that the name of the brand became the generic name of the product: cocoa powder. The problem started when supermarkets began to launch their own brand of cocoa. In addition to facing this competition, Cocoa La Universal looked outdated and had to adapt to new consumption occasions. The Tridimage team, immersed in the brand's culture, interviewed the marketing and trade team. The conclusion was clear: it was necessary to evolve the design without losing its essence, avoiding the strident childish codes of competing brands. The challenge was to rejuvenate Cocoa La Universal while maintaining the right balance between modernity and tradition.
Cocoa needed to enter new generations of Ecuadorian households. But after years without revaluation, the brand looked outdated. We had to rejuvenate the image; make an "upgrade" that highlights what is most significant for our public about the brand and the product. The Tridimage team accompanied us and made us feel involved in the project from the very beginning. They listened to the people who had worked the most years with the brand and considered the points of view from different areas. The work was well analyzed from the creation and during the execution; it gave us a lot of security that they also made a study of the market in our country.
